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Woodruff Sweitzer rebrands

Marketing and communications agency Woodruff Sweitzer has undertaken a rebranding initiative timed to coincide with its 25th anniversary and intended to reflect its expanded range of services. In the future, the Calgary-based firm will operate as WS in Canada and Woodruff in the United States. According to the company, WS will operate as a "sister agency" to US-based Woodruff rather than as an "affiliated office."

WS will continue to provide its existing marketing services, now augmented by an insights and analytics division that will provide advice on strategy, creative and communications execution. The firm has also added an in-house media planning and buying department.

"We are deeply rooted in the entrepreneurial spirit that has helped shape Woodruff Sweitzer over the past 25 years," said agency president Jeff Groeneveld. "The complexity of marketing has never been greater with the advent of new technologies and demographics. WS and Woodruff share the same legacy, maintain similar philosophies, and will continue to work in partnership for clients to ensure seamless operations across borders. We're committed to providing the best solutions for our clients' marketing challenges and collaboration is at the core of our shared values."